Our Brand

Our brand is built over time by all that a person sees, hears and experiences about our organization, both in-person and online.​ ​Everything we say and do on behalf of the USO is part of our living brand. ​

Mission Statement

To strengthen the well-being of the people serving in America’s military and their families.

The USO Brand

Since its founding in 1941, the USO — a private, nonprofit organization — has served the people of the United States military and their families throughout their time in uniform — from the moment they join, through their deployments and as they transition back to their communities.

Although the USO is a congressionally chartered organization and works in close partnership with the Department of Defense (DOD), the USO is not part of the federal government.

For more information about the USO’s activities, please visit USO.org.

Our Brand Foundation

The USO is the leading human-centered nonprofit dedicated to the well-being of all people — including families — serving in the U.S. military. It’s their constant companion, because even the strongest among us need someone by their side.

The USO brand should be communicated in a consistent, cohesive manner across audiences. The following framework explains the core information about what we want the USO brand to mean to people.

USO Brand Personality

A brand’s personality is the combination of traits, characteristics and beliefs that define how a brand behaves and speaks and expresses itself in every touchpoint. The brand personality of the USO is described as Empathetic, Uplifting, Steadfast, Adaptable and Enterprising. We define these personality traits as follows:


Deeply respectful of individuals’ inherent value and moved by compassion to help others; we have a strong understanding of military life that creates a unique ability to know and deliver on what the people serving need before it’s asked.


Optimistic and a source of positive encouragement – even in the most challenging environments; we meet people where they are and make them feel like “the most important person in the room.”


A stable and steady presence that the people of the military and their families can count on through times of change, challenges and celebrations. We’ve been there for them for generations and will be there for generations to come.


Highly capable with the knowledge, capacity and expertise that enables us to manage complexity, and adeptly and quickly respond to change.


Always forward looking, we search out ways to better deliver our mission. We go to new places, find new ways to provide critical support, and reach out to new supporters to join our mission.

USO Brand Tone

Applying the USO voice and tone consistently across communications is essential to reinforcing our brand position. Visit the Writing Guide section of this site to learn more.

Elevator Pitch

Our elevator pitch is a guide for answering the question “Why should I support the USO?” in a way that is aligned with the USO brand foundation. It is not intended to be said word-for-word like a script, but rather it is the “logic flow” that should be used. It purposely emphasizes that the USO is focused on supporting the people of the military, not the institution of the military.

Why support the USO?

Service in the U.S. military is uniquely challenging. The people who serve and their families take on sacrifices that all Americans benefit from.

We don’t all serve in the military, but we can all support those who do.

This is what the USO enables. By supporting the USO, all Americans can positively impact the lives of the people currently serving in the U.S. military and their families – no matter the mission or where it takes them.

The USO is for the people who serve.

Brand Tagline

This tagline succinctly states the purpose of the USO. When “locked-up” with the USO badge logo, it helps people less familiar with the brand understand the nature of the brand mission.

For the People Who Serve ™

We're With Campaign

The new “We’re With” campaign articulates the USO brand positioning, which is now clarified, tightly cohesive with current USO mission delivery and relevant to our audiences in today’s culture.

Consumer Insights

Empowered Optimists

  • Have strong natural empathy that is activated when they are reminded of the humanity of the people serving in the U.S. military and their family members.

  • Want to have a personal, positive impact on individual lives, and do it as part of a larger collective of similarly engaged people.

  • Are engaged by, and see a need for their support through, relatable, individual stories that demonstrate that “even the strongest among us needs someone by their side.”

Platform Articulation

Humans have very few needs. Among them: food, water, shelter. But we also need Companionship. Community. Compassion.

We all need to know that we are not alone. Even the strongest among us needs someone there for them. Someone who understands and supports them. Someone who cares. 

That’s why the USO is with each and every person in the U.S. military, and with all of their family members.

Physically and emotionally. Wherever they are. Because they’re not just a sailor, soldier, airman, Marine, guardian, coastie, or Guard member. They’re not just a military spouse or a military kid. They’re a person. A person with needs.  

And we’re with them.  

USO. For the people who serve. 

Bringing It to Life

As this platform is brought to life in new creative executions and across channels, we should strive to maintain these consistent aspects.

Key elements

  • Focus on stories of individuals, family units, or small groups of friends. Use first names for people, instead of rank and last name.
  • Frame creative to center the person(s) with the need, not the USO.
  • Emphasize challenges that are broadly relatable, but intensified in military life.
  • Communicate the USO’s role in meeting the need. Depending on the execution, this may be a nod to a category of core programs or, if space allows, more detailed and compelling information.
  • Prioritize most motivating and happily surprising aspects of USO mission delivery:
    • Care Packages – especially when delivered in places and moments that demonstrate the USO’s unique access to military locations and situations
    • Spouse support programs (including Transitions)
    • Child support programs
    • Centers – both quantitative and qualitative aspects
      • Quantitative: over 250 locations around the world; a presence on military installations, at airports, on ships; in remote destinations and at the heart of military family communities.
      • Qualitative: Welcoming to all people serving and their immediate families; Kind volunteers and staff provide a friendly smile, a shoulder to lean on and a listening ear; Visitors can grab a snack, a cold drink, or a cup of coffee. They can pick a comfortable spot to sit and relax. They can find community at a gaming station, over a board game, or watching a movie.

Key language
We’re with… [insert first name or names] Use to identify the protagonist(s) of the human story that is being told and assert the USO’s support.
For the People Who Serve Brand tagline.
Only use in context where the association with the USO is very clear, such as locked-up with USO badge.
Are you with them? (Alt. “Are you with him?”, “Are you with her?”) Call-to-action that is used only when “We’re with…” is used to set up the story.
Purposefully challenging prompt that people can’t really say “no” to.
Join the mission Invitation to become part of the collective of donors and supporters that make the USO mission possible and that is “with” all people serving in the U.S. military and their families.
Non-Government. For people, not profit. Phrasing for optional language that can be used to make the nonprofit status of the USO clear.
Thanks to your donation, the USO is with all people serving in the United States military and their families. Phrasing that can be used when asking for donations.

Approach to visuals

  • Emphasize humanity and emotion by showing faces of people in the military and their families.

  • Showcase diverse groups of people: different genders, ethnicities, ages and military branches.